From Customer Service to User Experience : Using Design Thinking to Exceed User Expectations

1. From Customer Service to User Experience: Using Design Thinking to Exceed User Expectations Pioneer Library System November 21, 2008 Steven Bell – bells@temple.edu Associate University Librarian Temple University

2. Even Our Students Know

3. Questions What are challenges we face Can design thinking help How is UX different from customerservice What would a great library UX be

4. Our Environment

5. The Age of User Experience • What Defines It? • Make it simple • Complexity/Confusion are deal breakers • If you have to learn it – we have a problem • Good design is critical • Features get used if they provide a good user experience Source: EWeek.com - http://www.eweek.com/article2/0,1895,1914495,00.asp

6. Simple Satisfies instantgratification No unnecessary features Millennial seal of approval Complex Takes time to learn Many features Added value Better quality Personalized help Simplicity – Complexity Conundrum – how to resolve the tension between the two yet encourage quality research and education Google Experience vs. Library Experience GOOGLE LIBRARY

7. What Do Libraries Offer? Fear of Complexity

8. Marginalizing Trends *2005 OCLC Perceptions of Libraries and Information Resources report http://www.oclc.org/reports/perceptionscollege.htm

9. Marginalizing Trends *2005 OCLC Perceptions of Libraries and Information Resources report http://www.oclc.org/reports/perceptionscollege.htm

10. Source: BusinessWeek IN Supplement June 11, 2007 http://www.businessweek.com/magazine/content/07_24/b4038405.htm

11. From: Curran, Murray and Christian. “Taking the information to the public through Library 2.0.” Library Hi-TechVol. 25. No. 2, 2007 pp288-297.

12. Only The Paranoid Survive Andy Grove, Founder of Intel, wrote this book about surviving competition and change Wrote about the “inflection curve” We have no control over the “forces of change” but we can control our strategy

14. Source: Moyer, Don. A Silver Bullet. Harvard Business Review, May 2008 p. 132

15. What’s Broken At Your Library? • Library anecdote – “This is broken” • See Seth Godin’s blog or his presentation at GEL2006

16. What’s Broken - Activity This is a 2-4 minute activity Think about something at your library that you think is broken. Either something that doesn’t work or a solution that has no problem attached to it. Just jot down a description of that on a sheet of paper Also – why do you think it is broken?

17. DesignThinking

18. Word Association Turn your sheet of paper over What comes to your mind when you hear the word DESIGN write it down

19. Question Do you think library workers are designers?

20. What is Design Anyway?

21. What They Have in Common The Design Approach! • empathic thinking • identifying the problem before the solution • brainstorming process • prototyping process • formative/summative evaluation

22. Identify the problem before the solution • Understand the users • Work creatively to identify and develop the solution • Bottom Line – it’s how designers approach challenges Key Points:

23. Design Thinking Approaching library problems the way designers approach design problems. “Librarianship by Design” draws mostly from instructional design for influence How is it different? Thoughtful process to create new services Integrates needs assessment and evaluation User-centered not technology-driven

25. Design Thinking Empathic Design Prototyping process Formative and summative evaluation

26. Technology ImplementationWiki Case Study • Identify problem – possible solutions • Wiki identified as technology with potential • Learn more about wikis • Practice editing a wiki • Obtain a wiki account for experimentation • Show staff but allow time for acceptance • Identify compassionate pioneer • Allow pioneer to experiment and discover • Develop strategy for implementation • Incorporate staff training/learning • Implement • Evaluation

27. User Experience

29. Designing A Better Experience: The Experience Economy • Book about designing user experiences • Moving from commodities to experiences • Make it different and memorable • It has to work

31. UX: What is it? A Definition: UX is the quality of experience a person has while interacting with a specific design.

32. Customer Service vs. User Experience CS UX • Caring • Nice • Go extra mile • Courteous • Training • Satisfied Patron • Fast/Convenient • Answers • Rule Bending • Holistic • Totality of Experience • WoW Factor (not broken) • Memorable • Loyalty • Localized • Design-based • What kind of experience • Understanding user

33. UX: The WOW Factor • One school of thought • UX as highly unique • UX as unexpected • UX as impressive

34. UX: The Totality of the Experience • Not just one fragmented experience • More than one WOW • Must be designed into the larger library service operation • Creates equal expectations throughout library

35. From Customer Service to Experience • Start with core values – design from there • Focus on relationship design – build trust • It’s more than customer service • Must be useful and usable (simple/complex) • Think about UX as the brand

36. Design a Better Library User Experience • Design for local audiences • Design for personal experiences • Design for outcomes not features • Design for success stories • Design for user education

37. Next Steps • Talk to the users • Talk about the core values • Talk about the design • Talk about the “tolerance level”

38. Add Your Voice To The Conversation

40. Further Reading “Academic librarianship by design is about more than confronting marginalization. It is about an approach to librarianship that is guided by creative thinking and contemplation about what we do and how we do it.” “We anticipate that it is only a matter of time before design thinking appears in academic library job descriptions along with traditional qualities such as being dynamic, creative, innovation, and forward thinking. From our point of view, design thinkers represent all these qualities.” Academic Librarianship by Design: A Blended Librarians Guide tothe Tools and Techniques. ALA Editions 2007.

42. Questions? Discussion!